Raising hopes for young homebuyers

Project:

Shared Ownership Week 2018

Client:

Shared Ownership Week

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For the fourth successive year, Shared Ownership Week commissioned The Oracle Group to plan, strategise and deliver their social media programme as part of an integrated content campaign; including PR. The campaign commenced in July and ran until the end of September, increasing in activity during the actual week, 20th – 26th September.

As a platform to promote and inform home buyers on the benefits of purchasing a home through Shared Ownership, the campaign was designed to communicate to those confused about or unaware of the scheme, particularly targeting younger audiences, due to its suitability for them.

The Oracle Group started by identifying a famous face to front the campaign – someone who would resonate well with the target audience – broadcaster and presenter Reggie Yates ticked all the boxes.  Working tactically with Reggie Yates, The Oracle Group were involved in producing various types of content with the celebrity, to share across social media. This included photo and video content from an in-depth interview; a radio commercial; and infographics. In addition, the influential Reggie posted regular content on his Twitter and Instagram accounts to promote the campaign.

During Shared Ownership Week, we reinforced our hashtag #SOWeek2018 which was shared a total of 1,677 times during the week, while the Twitter and Facebook profiles experienced 313 engagements per day.

As a stimulant for engagement, we ran a week-long competition on each platform, which saw Twitter, Facebook and Instagram exceed a reach of 1 million users.

Shared Ownership Week continued to spread, as we implemented a variety of quality, planned content, from engaging polls to a schedule of informative posts about the campaign and the 13 partners. Our social media expertise allowed for proactive management and participation of engaging activities, including live tweeting sessions and conversations around relevant and useful topics for the audiences. Not only did we accomplish a successful social media campaign, but our capacity and ability to simultaneously increase multiple partner’s KPIs has certainly been exercised.